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People don’t want to just come in and run on a treadmill or sit on a bike, they want an experience

DUNCAN JEFFORD REGIONAL DIRECTOR, EVERYONE ACTIVE

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eisure Management company Everyone Active has recently launched a boutique workout experience called FORTIS Powered By Speedflex, following a collaboration with HIIT specialist Speedflex. The concept offers 30-minute workouts using Speedflex machines which generate personalised resistance. By January 2021, 15 studios will be opened in total, with three located in London and the remaining twelve situated outside. To date, three are up and running, in Hemel Hempstead, Chichester and London’s Soho. Each studio costs around £100k, including equipment, and features four types of Fortis workouts with a total of 25 classes a week on offer.

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February 2020 ©Cybertrek 2020

Three more sites are due to go live in April, followed by four in September and a further five in January 2021.

MAJOR SHIFT

Duncan Jefford, regional director of Everyone Active, told HCM: “Fortis was created because we felt the whole of the leisure industry is shifting quite significantly in terms of what the customer is looking for. “We believe there’s a stereotypical type of leisure centre and think this really needs to change. Thus over the past couple of years, we’ve focused on branding, the overall feel and now we’re focusing on the offering. We believe we need to be offering a boutique experience that’s affordable.

Duncan Jefford is driving innovation and partnerships at Everyone Active

Profile for Leisure Media

Health Club Management February 2020  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management February 2020  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

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